Which means your marketing decisions aren based on lies.
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Most B2Bs are making budget decisions with incomplete or downright wrong data:
↳ ~27-35% of internet users use an ad blocker to prevent tracking
↳ ~10-30% of conversions are lost as a result (likely more for B2B)
↳ Limited-range attribution windows miss half your actual conversions
That's just the stuff you can't fix. Not accounting for any weak links in your actual tech stack.
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Here's an example to drive the point home:
→ Our Google Ads click-to-close is 80 days
→ Google's conversion window is only 90 days
→ That means ~50% of our closed deals fall outside the window
→ 50% of deals Google Ads influences don't get attributed
Which is really more like 60-70% because 10-30% ALREADY weren't being tracked due to ad blockers.
To trust your data, you need to build a full picture of marketing performance using multiple sources that aren't all connected around a single metric.
Here's how I'm doing it:
1️⃣ Not relying on single-source attribution data
2️⃣ Using a data-driven attribution tool to measure performance
3️⃣ Using conversion lift analysis to measure incremental value
4️⃣ Tracking brand signals: share of search, share of voice, ICP traffic growth
5️⃣ Blending leading and lagging indicators
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A lot of B2B CMOs are gonna be under pressure to slash budgets this quarter in the name of efficient growth.
It's an unavoidable outcome that you need to be prepared for.
Use these tips to at least make smarter budget allocation decisions based on true marketing performance.
Not a weak attribution false flag.
🤘
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